Monday, June 02, 2008

What to blame if response rates take a tumble

Just went to grab myself a bottle of diet coke from my regular vending machine. Put money in - it goes right through and out the other end. It doesn't work.
It hasn't worked for several days now.
When the agency that supplies the machine turns up to refill it they are going to discover it isn't working.
I suspect they won't ask themselves: "hmmm, weather hasn't been so good, has there been some bad publicity for diet coke, maybe no one has any money, are people making their own drinks? etc etc".

They'll spot the machine is broken and do their best to fix it. That will be their first thought.

What is our first reaction when response rates fall?

Is it to consider that maybe, just maybe, the model is broken?

Google is asking.

Models that aren't broken.

The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?